https://www.cnbc.com/2018/06/26/amazon-prime-day-kick-off-july-16.html

Amazon said Tuesday that this year's Prime Day will kick off on July 16 at 3 p.m. ET, with deals running for 36 hours through the following day.

That makes this year's event the longest one in the company's history thus far. Prime Day is Amazon's annual sales holiday, started in 2015, which typically features deep discounts on its own devices and brands, like the Fire TV and AmazonBasics. The event also lures more paid Prime members to the platform each year, as many deals are exclusive to loyal customers.